Related papers: Scalable Cost-Aware Multi-Way Influence Maximizati…

For the study of information propagation, one fundamental problem is uncovering universal laws governing the dynamics of information propagation. This problem, from the microscopic perspective, is formulated as estimating the propagation…

Automated recommendations can nowadays be found on many e-commerce platforms, and such recommendations can create substantial value for consumers and providers. Often, however, not all recommendable items have the same profit margin, and…

The typical algorithmic problem in viral marketing aims to identify a set of influential users in a social network, who, when convinced to adopt a product, shall influence other users in the network and trigger a large cascade of adoptions.…

Influence maximization is the problem of finding a set of influential users in a social network such that the expected spread of influence under a certain propagation model is maximized. Much of the previous work has neglected the important…

In markets with search frictions, consumers can acquire information about goods either through costly search or from friends via word-of-mouth (WOM) communication. How do sellers' market power react to a very large increase in the number of…

Bio-inspired paradigms are proving to be useful in analyzing propagation and dissemination of information in networks. In this paper we explore the use of multi-type branching processes to analyse viral properties of content in a social…

One growing use of computer-based communication media is for gathering people to initiate or sustain social events. Although the use of computer-mediated communication and social network sites such as Facebook for event promotion is…

Information exchange and message diffusion have moved from traditional media to social media platforms. Messages on platforms such as Twitter have become the default mode of company communications replacing lengthier public announcements…

Social networks are commonly used for marketing purposes. For example, free samples of a product can be given to a few influential social network users (or "seed nodes"), with the hope that they will convince their friends to buy it. One…

The purpose of this research is to develop a model that would close the gap between marketing plans and strategies from one side and the advanced online collaboration applications platforms known as WEB 2.0 in order to implement marketing…

In the midst of the influencer marketing boom, more and more companies are shifting resources from real to virtual (or computer-generated) influencers. But while virtual influencers have the potential to engage consumers and drive action,…

This study examines Facebook and YouTube content from over a thousand news outlets in four European languages from 2018 to 2023, using a Bayesian structural time-series model to evaluate the impact of viral posts. Our results show that most…

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which are not always clearly categorised. This article seeks to investigate the relationship between one of the novel marketing…

The digital town hall of Twitter becomes a preferred medium of communication for individuals and organizations across the globe. Some of them reach audiences of millions, while others struggle to get noticed. Given the impact of social…

Influencer marketing involves a wide range of strategies in which brands collaborate with popular content creators (i.e., influencers) to leverage their reach, trust, and impact on their audience to promote and endorse products or services.…

Consider a directed network where each node is either red (using the red product), blue (using the blue product), or uncolored (undecided). Then in each round, an uncolored node chooses red (resp. blue) with some probability proportional to…

Online Social Networks (OSNs) attract billions of users to share information and communicate where viral marketing has emerged as a new way to promote the sales of products. An OSN provider is often hired by an advertiser to conduct viral…

We propose and analyze a new class of controlled multi-type branching processes with a per-step linear resource constraint, motivated by potential applications in viral marketing and cancer treatment. We show that the optimal exponential…

The influence maximization is the problem of finding a set of social network users, called influencers, that can trigger a large cascade of propagation. Influencers are very beneficial to make a marketing campaign goes viral through social…

An informed planner wishes to spread information among a group of agents in order to induce efficient coordination -- say the adoption of a new technology with positive externalities. The agents are connected via a social network. The…